Direct Mail Strategy : On the Radar
A look at products and ideas, brand-new and not-so-new, that can enhance your direct mail
November 2008 By Pat Friesen
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Prepaid ‘Credit' Cards
OK, maybe these aren't brand-new, but they are worth mentioning. Prepaid cards like the MasterCard and Visa cards from Springbok have the look and perceived value of a credit card, but work like a universal gift card. From a direct marketer's perspective, prepaid cards have myriad applications.
You can customize them with your message or logo, or leave the visual focus on the MasterCard or Visa logo to maximize the perceived value. They can have one-time value or be reloadable, require activation/registration or not. Marketers can mail a replica card printed on cardstock, then send the actual plastic card to those who respond. Prepaid cards can be used to generate trade show traffic, encourage Web site visits and registration, and more.
In fact, prepaid cards are a perfect fit for the Direct Marketing Association's
finding that nearly 33 percent of people respond to direct mail online. That's how I qualified for my $10 prepaid card. I received a lead-generating postcard in the mail from Springbok, then registered online. Now Springbok has my postal and e-mail addresses for follow-up communications.
Dynamic Mapping
This digital printing capability is personal; practical; and the perfect solution to directing customers, prospects, donors and prospective students to hard-to-find locations.
Dynamic mapping gives the individual mail recipient a personal map highlighting the route from his or her street address to a specific location. This "how to find us" technique has been used by churches, universities, retirement communities and even pizza locations. But there are thousands of other applications. And you don't have to mail huge numbers to use it cost effectively.
As I write this, Quebecor World is about to launch Store.driver, a variation on this technique. Designed to drive store traffic, Store.driver in-line formats will have the capability to include a map, paper gift card and fragrance strip. While I'm not sure of the menu of fragrances available, my imagination is running wild with all the possibilities.
Postal Mail Read Online
If you haven't already read about Earth Class Mail (www.earthclassmail.com), you should. This service potentially affects how your direct mail pieces are received, scanned, read and managed by your targeted audience.
Launched in 2006, Earth Class Mail allows you as a subscriber to "view scanned images of your sealed envelopes online, then choose to have your (postal) mail securely scanned into a PDF document, recycled, shredded or forwarded to you or someone else."
I encourage you to take a look. As my husband reminds me, "Information is your friend." Better to know what's going on in the marketplace, new and old, than to assume these developments won't affect you.
Pat Friesen is a direct response copywriter and creative strategist. She can be reached at (913) 341-1211, via e-mail at pat@patfriesen.com and by visiting www.patfriesen.com.
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